Chapter-9-Persuasive-Business-Message-Writing

PersuasiveBusinessMessageWritingChapter9Contents9.1UsingtheThree-StepWritingProcessforPersuasiveMessages9.2DevelopingStrategiesforPersuasiveMessages9.3ExaminingTypesofPersuasiveMessagesThinkingQuestion(p313:2)Whatarethedifferencesamongroutinemessages,bad-news(negative)messages,andpersuasivemessages?WritingPurposeInformCollaborateInformRoutineMessageNegativeMessageAudienceReactionAcceptableResistantAcceptableResistantDifferencesAmongR/M,N/M,P/MPersuasiveMessageAcceptableResistantPersuade(Convince)ChallengestotheWritingPurposeofPersuasiveMessageAudiencesreceivemanycompetingrequestsPeopleinyouraudiencearebusyandreluctanttodosomethingdifferentacceptyourideasconvincetodosthnew9.1UsingtheThree-StepWritingProcessforPersuasiveMessagesStep1PlanningStep3CompletingStep2WritingAnalyzeSituation(P287)GatherInformationOrganizeInformationAdapttoAudienceComposeMessageReviseProduceProofreadChoosethedirectortheindirectapproachAudienceareobjectiveAudienceprefers“bottomline”firstCorporatecultureencouragesdirectnessMessageislongorcomplexYourauthority,expertise,orpowerMostsituationsDirectIndirectInterestAttentionDesireActionAIDAPLANTailor-madeindirectapproachforpersuasivemessageTailor-madeforP/MTailor-madeforbadnewsTailor-madeIndirectApproachesIndirectapproachEvidenceMajorpointsMainideaBufferReasonsBadnewscloseAttention(opening)InterestDesireAction(close)body9.2DevelopStrategiesforPersuasiveMessagesFramingMessagewiththeAIDAPlanBalancingEmotionandLogicReinforcingYourPositionDealingWithResistance9.2.1ApplyingtheAIDAModel(p292)GettingAttentionBuildingInterestIncreasingDesireMotivatingActionWithabenefitthatisofinterestorvalue.FurtherexplainbenefitsandappealtothelogicoremotionProvideadditionalsupportingdetailsWithacompellingcalltoactionandprovideaconvenientmeans买不买没关系，到屋里瞧一瞧，到屋里看一看本店所有商品，全场卖两块，都卖两块挑啥都两块，买啥都两块挑啥拿啥买啥都两块原价都是十块八块的现在全场卖两块两块钱处理，两块钱甩卖真正的清仓，真正的甩货你不用问价，你也不用讲价，你也不怕被宰全场卖两块，买啥都两块随便挑随便选，全场卖两块，买啥都两块两块钱，你买不了吃亏两块钱，你也买不了上当真正的物有所值拿啥啥便宜，买啥啥贱都两块，买啥都两块全场卖两块，随便挑随便选都两块走过路过，你千万别错过机会难得，全场清仓处理赔钱甩卖，全场卖两块，全场卖两块。A:便宜I:不用讨价还价，不用担心被宰D:不用担心吃亏上当A:激发购买行为ProductBenefitsInsideInformationEvocativeImagesGenuinenewsPersonalAppealsPromiseofSavingsCommonGroundProductSamplesProblemSolutionsGettingAttention(p305)Whatistheoptimalmethodtogetattention?WhatIstheOptimalMethodtoGetAttentionOrientedtoyourpersuasivegoalRelevanttoyouraudienceneedEvokeyouraudienceinterestBuildingInterest(p306)ContinuetheopeningthemePaintamoredetailedwordpictureIncreasingDesireExplainhowthechangeornewideawillbenefittheaudienceMotivatingActionStatetheNextStepMakeactioneasyCreateUrgencyRestatethebenefitbyacting走过路过，你千万别错过机会难得，全场清仓处理赔钱甩卖，全场卖两块，全场卖两块。9.2.2BalancingEmotionandLogic(P295)Emotionalappeals:attempttoconnectwithreader’sfeelingsorsympathies.(“孔府家酒，叫人想家”,农夫山泉有点甜,“你是我的优乐美啊”)Logicalappeals:basedonreader’snotionofreason,canuseanalogy,induction,ordeduction.大宝：“要想皮肤好，早晚用大宝”黄金搭档：“花一样钱，补五样”王老吉：“怕上火，喝王老吉”汽车附助产品：“正如维生素营养你的身体，我们的产品可营养你的汽车引擎。”Emotionalappealsaren'tnecessarilyeffectivebythemselves.Formostbusinesssituations,thebestuseofemotionisworkingintandemwithlogic.9.2.2BalancingEmotionandLogic潘婷广告：“我的事情，我决定。头发不够健康，发梢易分叉，总是留不长，只好剪个短发造型。发质改善了，和枯黄分叉现象说再见吧。头发爱留多长就留多长。自己的发型，当然要由自己来决定！”“选择潘婷，信赖潘婷，你呢？”AQuestionHowtodealwithresistancewhenpersuade?WritingPurposeconvincetoacceptordosthnewAudienceReactionresistance小王曾经陷入了诈骗者巧妙设置的圈套里。诈骗者在劝说小王集资入股时，说了以下这些话：“你如果投资20万元入股，在年底要分红20万元，估计是不可能的，但是，分红10万元是肯定不成问题的。”就是这么一句话，取得了小王的信任，使一开始还犹豫不决的小王开给骗子20万元的支票。骗术大功告成的决定性语言就是骗子说的“在年底要分红20万元，估计是不可能的”这句话。骗子巧妙地将负面信息融入了谈话，才给予对方安心感。如果骗子说的都是“好事”，估计任何人也不会轻信骗子的。Presentingallsidestodealwithresistance推销员：“先生，您好！”客户：“你是谁啊？”推销员：“我是××公司的××，今天我到贵地，有两件事专程来请教您这位附近最有名的老板。”客户：“附近最有名的老板？”推销员：“是啊！根据我打听的结果，大伙儿都说这个问题最好请教您。”客户：“哦！大伙儿都说我啊！真不敢当，到底什么问题呢？”推销员：“实不相瞒，是……”客户：“站着不方便，请进来说话吧！”Askingforaudience’sthoughtstodealwithresistance２００８民盟示威者造成动荡的政治局势给泰国支柱产业旅游业造成巨大的负面影响。当时，为消除外界对旅游安全的担心，泰国政府制定了一个优惠政策，旅游代理商只需花99美元，就可以到泰国考察旅游。结果，泰国迎来了超过3000个旅游代理商，而且全球各大媒体就此事的追踪报道超过9000篇。短短几个月后，泰国旅游业就基本恢复。Turningproblemsintoopportunitiestodealwithresistance青岛如何摆脱一只大虾38元的舆情危机，将危机转化为打造诚信旅游品牌的契机呢？9.2.3DealingWithResistancePresentingallsidesUncoveringaudienceobjectionsthrough“Whatif?”scenariosAskingaudiencemembersfortheirthoughtsonthesubjectbeforebuildingyourargumentTurningproblemsintoopportunities,wheneverpossibleCommonMistakes(p297)Usingthe“HardSell”ResistingCompromiseUsinga“OneShot”Plan买卖不成，仁义在讨价还价买卖的信誉9.1UsingtheThree-StepWritingProcessforPersuasiveMessages9.2DevelopingStrategiesforPersuasiveMessages9.3ExaminingTypesofPersuasiveMessages9.3.1TypesofPersuasiveMessagesPersuasiveRequest(p299)SalesMessages(p304)